Analisis Pengembangan Pemasaran Objek Wisata Dragon Plate Langkat

Abstract

The Dragon Plate Langkat tourist attraction is a natural tourism that has resources that can be developed so that it becomes a tourist attraction. The problems that often occur in natural tourism objects in general are that the number of visitors is still below the expected target, the occupancy rate of lodging and the use of other tourist facilities is still low. Seeing these problems, it is necessary to carry out an appropriate marketing analysis so as to increase the number of visitors, occupancy rates and use of facilities. Therefore this study aims to get the right marketing development strategy. The method used is SWOT and STP analysis. The sampling technique used the non-probability sampling method of snowball sampling. The results of the research based on the STP analysis found that the segmentation of this tourist object is Sei Bingai District, the target are adolescents and parents aged 17-50 years. Meanwhile, its position is a unique lodging design in the middle of beautiful nature that attracts tourists. The results of the SWOT analysis showed that the Dragon Plate Langkat tourist attraction is in quadrant I with a value of (x;y) (0.3;13.6) which indicates a grow and build strategy. The grow and build strategy shows that the Dragon Plate Langkat tourist attraction business requires an intensive strategy and an integrative strategy. From the results of the SWOT analysis, there are 11 proposed strategies.